The CE-ATA initiative is led by Hitachi, Intel, Nokia, Marvell, Toshiba, and Seagate. It aims to create a standard interface for small form-factor storage devices and hard drives for mobile phones and other CE (consumer electronics) devices.

EmbWise claims to have created and marketed the “world's first and only proven Linux CE-ATA software stack/driver.” It says it is co-sponsoring the CE-ATA booth at IDF this year.

EmbWise managing director Mr. G. Srinivasan stated, “We have partnered with leading CE-ATA host controller and hard drive vendors to be part of a strong ecosystem around CE-ATA.”